Case Study - 691 Words

The major problem of Lancaster-Webb Medical Supply is that they ignored the consumers’ new demand for interact directly communication. They didn’t pay attention to what is the best ways to get close to their customersï ¼Å'they also didn’t open-minded toward new techniques and their influence for consumer’s communicate behavior. Even after they knew the glove girl’s story and influence, the marketing department also didn’t change anything for their new product launches’ strategy, they still only use the CEO’s speech at gathering as their communication way, like what they did 30 years ago. Will Somerset should seriously consider restructuring the marketing departmentï ¼Å' establishing an interactive-marketing team, appointment glove girls as the†¦show more content†¦First, they should restructuring the marketing departmentï ¼Å' establishing an interactive-marketing team , appointment glove girls as the director of this new team, in charge of interactive marketing of the company, not only blog but also Facebook and Twitter, not only glove girl, but also glove guy, glove CEO†¦ using ultimate customer intimacy tool, gets customers to listen. This new team will help Lancaster-Webb Medical Supply and some of their very important consumers, like Houston Clinic to build their own interactive marketing system, as a value-added service to retain the customer and enhance their satisfaction. The vice president of marketing should be warned from this experience, if he still couldn’t be deeply experienced in the time-tested ways of learning what’s on customers’ minds, focusing on what is the best way to influence their consumers, Will should replace them to make way for the more suitable person. The second, they should build much closer customer communication mechanism, do more research on customer behavior, add the contents of the customer behavior new changes and response strategies in the weekly management meeting. The third, they should build an information share system to encourages the employees to share their ideas, institute formal and informal mechanisms for soliciting employees’ ideas, while reminding them that they are important role of the company and therefore need to think through the ramificationsShow MoreRelatedCase Studies : A Case Study Approach Essay1157 Words   |  5 PagesA case study is a specific instance that is frequently designed to illustrate a more general principle (Nisbet and Watt, 1984). Hitchock and Hughes (1995) further suggest that the case study approach is particularly valuable when the researcher has little control over evens. Case studies strives to portray ‘what it like’ to be a particular situation, to catch up reality and ‘thick description’ (Geertz, 1973) of participants’ lives experiences of, thoughts about and feelings for a situation. 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